Commenting on the market dynamics, Senior Research Analyst Prachir Singh said, “India’s smartphone market recovery in Q2 2025 was further supported by an improved macroeconomic environment that boosted consumer confidence and spending. Retail inflation dropped to a six-year low, easing pressure on household budgets, while the central bank’s repo rate cuts made financing more accessible. Additionally, tax relief measures introduced earlier in the year increased disposable incomes and savings, creating a favorable setup for discretionary purchases.”

Singh added, “The improving sentiment contributed to the ultra-premium (>INR 45,000) segment’s strong 37% YoY growth, making it the fastest-growing price tier. The ultra-premium segment helped the Indian smartphone market record its best-ever Q2 in value terms and highest-ever ASP. Apple and Samsung capitalized on this trend through aggressive affordability initiatives such as trade-in programs, no-cost EMIs, and limited-period summer discounts, making flagship devices more accessible to aspirational buyers.

India Smartphone Market Volume Share by Brand, Q2 2025

Commenting on the competition dynamics, Research Analyst Shubham Singh said, “During Q2 2025, both OEMs and channels hosted several sales events, including parallel offline events, which helped some of the OEMs clear existing inventory and push for new launches. vivo (excluding IQOO) grew 23% YoY, led by strong demand in the INR 10,000-INR 15,000 segment, where both the Y and T series performed well. Notably, the T series continued to gain traction offline, illustrating vivo’s strengthened presence across retail tiers. Samsung followed as the second-largest brand, supported by aggressive summer promotions on its A and S series and increased traction for its N-1 flagship upgrades, which helped sustain momentum in the mid to premium segments.”

He added, “OPPO (excluding OnePlus) secured the third position in Q2 2025, driven by the strong performance of its refreshed A5 and K series. The brand’s ongoing portfolio revamp, combined with retailer engagement and improved margins, strengthened its offline traction and supported a steady market recovery."

India Smartphone Market Wholesale Value Share by Brand, Q2 2025

Other Key Insights:

• Nothing’s Q2 2025 shipments jumped 146% YoY, making it the fastest-growing brand for the sixth consecutive quarter – a feat only achieved by Nothing. The increase was driven by the newly launched CMF Phone 2 Pro and the brand’s strong retail expansion efforts.
• Motorola’s shipments grew 86% YoY in Q2 2025, driven by strong demand for its G and Edge series, supported by expanded distribution and deeper retail penetration in smaller cities.
• Lava was the fastest-growing brand in the sub-INR 10K segment in Q2 2025, with 156% YoY growth. Its strong performance was driven by competitive launches, clean stock Android experience, and improved after-sales service.
• MediaTek led India's smartphone chipset market with a 47% share, followed by Qualcomm with a 31% share. Qualcomm’s smartphone shipments grew 28% YoY during the quarter.
• The iPhone 16 emerged as the most-shipped device in Q2 2025, driven by ongoing promotions, extended EMI options, and improved retail execution, helping Apple register its highest-ever Q2 shipments in India.
• OnePlus’ ultra-premium (>INR 45,000) segment grew 75% YoY in Q2 2025, driven by the strong performance of its 13 and 13R series, alongside early traction from the newly launched compact 13s, reflecting the brand’s expanding premium portfolio.
• realme expanded into the ultra-premium segment with its GT series 7 Pro Dream Edition – a co-branded model aimed at younger consumers. The brand has also been strengthening its offline presence to boost visibility and scale higher ASP models.

Notes

• Revenue (value) is based on wholesale price.
• Numbers are preliminary and include B2B shipments for OEMs. The revenue figures for Indian smartphone OEMs’ shipments mentioned in this release do not reflect the actual revenue for some OEMs.

The comprehensive and in-depth ‘Q2 2025 India Smartphone Tracker’ is available for subscribing clients.

Feel free to contact us at [email protected] for questions regarding our latest research and insights.

The Market Monitor research relies on sell-in (shipments) estimates based on vendors’ IR results and vendor polling, triangulated with sell-through (sales), supply chain checks and secondary research.

You can also visit our Data Section (updated quarterly) to view the smartphone market shares for the World, US, China, and India.

About Counterpoint Research

Counterpoint Research is a global market research firm specializing in products across the technology ecosystem. We advise a diverse range of clients – from smartphone OEMs to chipmakers and channel players to Big Tech – through our offices located in the world's major innovation hubs, manufacturing clusters and commercial centers. Our analyst team, led by seasoned experts, engages with stakeholders across the enterprise – from the C-suite to professionals in strategy, analyst relations (AR), market intelligence (MI), business intelligence (BI), product and marketing – to deliver services spanning market data, industry thought leadership and consulting. Our core areas of coverage include AI, Automotive, Consumer Electronics, Displays, eSIM, IoT, Location Platforms, Macroeconomics, Manufacturing, Networks and Infrastructure, Semiconductors, Smartphones and Wearables. Visit our Insights page to explore our publicly available market data, insights and thought leadership, and to understand our focus, meet our analysts and start a conversation.

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